120% e-commerce conversions with AI-powered conversational design.

Claro Brazil is one of the country's leading telecom operators — mobile, satellite TV, fixed, broadband. The brief: lift the digital customer experience with a personal AI-powered shopping assistant that lets customers self-serve everything from shopping to plan management to technical support.

Between 2022 and 2023, I designed the end-to-end user experience for the AI chatbot — Clara — built to humanize the shopping process and make e-commerce feel intuitive and personal.

My Role

As UX Designer, I:

• Led UX research to map user pain points and expectations.
• Designed the chatbot interface — humanizing interactions while keeping usability sharp.
• Built user flows, wireframes, and prototypes to test design decisions.
• Partnered with product, engineering, and stakeholders to keep design and strategy aligned.
• Ran usability testing to validate decisions and iterate on real feedback.

The existing app was cluttered, the onboarding was punishing, and nothing about the experience felt personal:

• Cluttered interface — users struggled to find essential features.
• Onboarding friction — a complex first-run flow hurt new-user adoption.
• No personalization — the experience felt impersonal and disengaging.

The goal was a chatbot that would streamline the journey, fix onboarding, and deliver a personal shopping experience that actually resonated.

A human-centered design process, run in phases:

Research & analysis

A multi-method read of users and their context:

• User interviews — moderated sessions over Microsoft Teams to surface frustrations and needs.
• Online surveys — Survey Monkey distributed to a sample of Claro's customer base for quantitative signal.
• Analytics review — Hotjar behavior data flagged navigation, onboarding, and personalization pain.
• Competitive analysis — competitor apps and industry patterns for benchmarks and inspiration.

Digital shopping was the problem; the missing layer was warmth. I proposed giving the chatbot a human identity and tested it with a small focus group, naming the bot Clara — the feminine of Claro. The goal: create an emotional connection while staying inside the brand.

The group responded warmly. Clara read as a friendly, relatable assistant — not a service window. That reinforced the bet: humanizing digital experiences is leverage, not decoration.

Research in hand, I mapped how Clara would carry customers through the e-commerce journey — and rebuilt the IA underneath it.

• Restructured navigation around the features customers used most — shopping, plan management, technical support.
• Streamlined onboarding to cut friction and lift activation.
• Designed an adaptive flow that personalized the journey based on behavior and preferences.
• Planned for 24/7 self-service so users could finish tasks anytime, anywhere.

Wireframes mapped the journey and key interactions. Interactive prototypes in Figma made the work testable on day one. Internal reviews with PMs and engineers kept feasibility and strategy aligned with design.

• Low-fidelity wireframes covered the user journey and decision points.
• Interactive Figma prototypes enabled tight feedback loops.
• Collaborative reviews kept the work technically grounded.

Usability testing with a diverse group validated the flows and surfaced what to fix.

• Ran sessions to validate the design end-to-end.
• Captured qualitative feedback on usability, tone, and overall experience.
• Iterated the interface to address pain points and lift engagement.

To keep the experience cohesive and unmistakably Claro:

• Built a visual system around Claro's brand colors, typography, and iconography — friendly, approachable, on-brand.
• Designed micro-interactions and motion to make the experience feel alive.
• Documented a style guide to keep future updates consistent.

The redesigned AI-powered shopping assistant delivered:

• A 120% lift in e-commerce conversion rate and a 34% increase in online sales — 1,647 new transactions in 12 months.
• Average time on site of 3 minutes 14 seconds — meaningful engagement.
• 1.4 million page views — sharply increased visibility and usage.

Business impact

• Strengthened Claro's digital presence and engagement, anchoring its digital transformation strategy.
• Reduced customer-support load by giving users a real self-service path.
• Lifted satisfaction and retention through personal, seamless interactions.

Humanizing AI drives engagement

Naming the chatbot Clara — and giving her a relatable identity — lifted connection and trust. Emotional design is leverage in meaningful digital experiences.

User-centered design is the job

Extensive research and usability testing carried every design decision. Continuous feedback and iterative design weren't supporting acts — they were the work.

Cross-functional collaboration sharpens outcomes

Close work with product, engineering, and stakeholders kept the design aligned with business goals and grounded in what was technically feasible. It sharpened how I advocate for users without losing the room.

The project transformed Claro's e-commerce experience and showed what AI-driven personal interaction can do at scale. Leading UX on it pulled human-centered design, cross-functional collaboration, and strategic thinking into one piece of work — and reinforced the kind of design I want to keep making.